Clovely Estate is a small family-owned wine business in the South Burnett region of Queensland. We have been around for 11 years and are wanting to take up the challenges that the industry has thrown at us in recent times. We have several ranges of wines at different price points and wish to add a new range that is targeted to a specific market. Go to http://www.clovely.com.au to view our existing wines.
The target audience is aged between 25 & 50. They are active and exercise on a regular basis. They have an above average annual income. They typically look for new and innovative products and packaging. They are not adverse to trying new things as long as they look safe. They look for products and packaging that reflect their image of themselves, which is confident and self assured, however they need to think they are getting value for money. Therefore the label needs to present and upmarket image whilst being light and entertaining.
The existing Clovely logo can be incorporated into the new design, however this can be in a stylised but recognisable form.
The name of the new Label can be part of the design process.
The Label design needs to in some way relate to, or reflect the active lifestyle of the target audience. We are looking for a clean, fresh, modern look whilst incorporating the features as mentioned above.
The wines will sell for $10-$15 and the design needs to reflect quality and value for money. The target audience will happily pay $15 for a bottle of wine that looks like a $25 bottle.
There will be three wines in the range
There will need to be legally required text placed on the label at the design approval stage.
Please do not create a wine label the same as every other wine label. The more different the better.